The Mexico Market

AF Holding can help bring your brand and product to market in major European markets, as well as to Canada and to the rest of North America and South America. We realize there is tremendous global market potential in often untapped markets. AF Holding recognizes that there is major growth opportunity in Mexico. The Mexico market will serve as our case study for us to illustrate an effective and successful business launch.

Firstly, Mexico Normas Oficiales Mexicanas, as known as NOM’s, are different from other marks in that they need to abide by Mexican federal law. Products not certified by the Mexican government may not be imported into Mexico. If a product is certified incorrectly, Mexican customs will reject or confiscate that product. The effort of getting your confiscated products released is a lengthy and often very costly task that you need to avoid in the first place.

Mexico has a diversified economy, and is a major South American country whose potential is greater than many other Spanish-speaking country in the world, combined. Mexico has substantial natural resources and thus has major potential in many areas. Mexico currently has the 15th largest economy in the world by GDP. Mexico is keeping up their upwards growth, by consistently increasing their GDP every year.

Mexico’s middle class has been increasing rapidly over the last 20 years or so. These Mexican citizens like shopping at the big-box retailers as much as US citizens do. Wal-Mart, The Home Depot, Costco, Lowe’s, and many other prime U.S. based retailers and distributors have realized this opportunity and have opened full-scale operations in Mexico. These very smart and well-established retailers and many others, are actively trying to attract the Mexican middle class. Although there is tremendous opportunity, U.S. exporters of products into Mexico face many challenges, including the cultural differences that are very apparent.

Mexico and the US differ much in the way they see the world. Mexico’s values and tastes vary a great deal from the U.S. In addition, even the cultures within Mexico itself is very localized within its different counties. What would “fly” in metropolitan downtown Mexico City for example, may not necessarily go over well in the seaside town of Manzanillo.

Recent unpredictability over the new USMCA trade agreement has given American companies uneasiness, often leading to their unwillingless to invest capital, effort and time into a potentially unknown domestic business atmosphere in Mexico.

Wanting to explore this unsettled business atmosphere, the exporter to Mexico, needs navigational guidance. That’s where AF Holding steps in. AF Holding navigates the local understanding, and securely guides your business through the usual bureaucracy and resulting protocols necessary. AF Holding’s mission is to tell you what product certifications you need to obtain. AF Holding specializes in vastly improving your ability to increase market-penetration of your brands and products in ypour new Mexican marketplace.